Whisper: Happy it’s here
This morning, when I opened Valerie’s email at first I thought… ehm, what the hell is she sending me… even if I’m a woman, I don’t want to go online to learn more about “those days”… But then I put on my professional “mask”, I gave the website a look, and I changed my mind.
Arc Worldwide Singapore did an excellent job in handling a taboo topic such as the menstrual cycle. And they did well because they thought differently. Instead of thinking about the product they were asked to promote, they thought about the consumers and about what really matters to them.
As Valerie Cheng, creative director of the project, explained me, the insight they started from is “Deep down, women are thankful each time their period arrives, as it’s the sign of a healthy, functioning body. But over time they lose appreciation of it, or view it negatively.” So they built a website that tells you what happens to your body at each stage of the 28 day cycle. The mixed useful information with a gentle and pleasant visual approach. Very nice illustrations and background music (with a Seventies mood) which prove to have a relaxing effect of visitors.
Even the downloads section is worth having a look with a lovely set of MSN Messenger icons you can use (or better, teenagers can use to express their mood in a chat.